Digital Marketing Planning Award (e-Marketing Award)

Awarded by the World's Largest Organisation for Professional Marketers

You can study the Digital Marketing Planning Unit from the Diploma in Digital Marketing as a standalone course which is accredited as an Award, with the option to upgrade at a later stage.

This course aims to provide you with the skills and knowledge to understand the fundamental digital marketing planning concepts for an organisation together with key factors involved with the implementation, measurement and evaluation of successful campaigns. Online marketing has evolved from a peripheral element of organisational marketing to one that is at the hub of customer-centric communications in an increasingly multi-channel environment (e.g. Mobile).

The course will consider a range of environmental factors both internal and external (e.g. legal) that will shape and influence the digital marketing planning and strategic process. Various e-business models will be explored. In addition, similarities and differences covering the mix elements in traditional and digital marketing will be addressed along with issues such as relationship marketing, permission and consumer concerns around privacy, trust and security.

On successful completion of this course, you will be able to:

• Appraise different planning approaches and marketing environmental factors that influence online marketing activity
• Review the similarities and differences between online and traditional marketing concepts and applications
• Discuss key stages in online development using relevant business models
• Analyse the ways in which the Internet has changed the marketing mix elements and how organisations employ them creatively in the digital environment
• Review the importance of target marketing and the emerging buyer behaviour characteristics of the online consumer and how organisations can respond to meet changing behaviour and expectations
• Apply relevant tools and concepts from this unit to design, measure and monitor an annual online marketing plan.

This course is assessed by written assignment.